Empowering Women Entrepreneurs: Joyce Chika’s Journey to Success in Botswana’s Tourism Industry
Starting a business is never easy—especially in a sector where there are few women entrepreneurs. Joyce Chika overcame financial barriers and beliefs that as a woman she is not suited to work in Botswana's tourism sector, to build No. 1 Lady Tours and Safaris. With support from the Tokafala program, she turned her passion into a thriving business that also supports young entrepreneurs. Tokafala is implemented by TechnoServe and is a collaboration between the Government of Botswana, Debswana, De Beers Group, and Anglo American.
Overcoming Challenges for Women Entrepreneurs
In the heart of Botswana’s breathtaking landscapes, where wildlife roams freely and the tourism industry thrives, one woman has carved out a name for herself. Joyce Chika, the founder of No. 1 Lady Tours and Safaris, has built a thriving safari business that provides unforgettable experiences for visitors and uplifts her community. But her journey was not always smooth. Before working with Tokafala, Joyce struggled with limited resources, financial barriers, and market saturation in the tourism sector. Today, her business stands as a testament to resilience, growth, and the power of empowering women entrepreneurs.
Business Growth Through Tokafala’s Support for Women Entrepreneurs in Botswana
Botswana is known for its stable economy, business-friendly policies, and rich natural resources. Yet many aspiring business owners—especially women—face significant hurdles. According to a funding agency in Botswana, only 10% of women access loans with high value that could lead to sustainable and profitable businesses. Women entrepreneurs often struggle with limited access to finance, balancing family responsibilities with business demands, and entering industries where there are few women. Joyce was determined to turn her passion into a successful venture despite these challenges.
The Story Behind No. 1 Lady Tours and Safaris
Joyce’s entrepreneurial journey began with a different vision—she originally wanted to start a computer school to help local youth develop technical skills. However, a lack of funding prevented her from launching that dream. Instead, she used her background in the hospitality industry to start booking safari itineraries for visitors. Initially, she worked as a travel agent, arranging tours through existing service providers.
Joyce called her business No. 1 Lady Tours and Safaris, inspired by the popular detective series The No. 1 Ladies’ Detective Agency, written by Alexander McCall Smith. The books, set in Botswana, follow the story of a determined and kind-hearted woman who starts her own detective agency to help people in her community. A friend of Joyce’s saw a similarity between her and the protagonist—both strong, hardworking women who dedicate themselves to helping others. Encouraged by this comparison, Joyce embraced the name as a reflection of her own mission to serve her clients and uplift those around her.
Applying Tokafala Skills for Success
While she had a steady flow of clients, Joyce’s small business faced significant challenges. She had no formal business structure, financial records, or tour vehicles of her own—she relied entirely on third-party operators, earning only a small commission. Without proper financial documentation, she could not secure loans to grow her business.
Everything changed when Joyce joined the Tokafala program, an enterprise development initiative that helps small and medium businesses grow. Through Tokafala, she learned essential business management skills, including record-keeping, financial planning, and customer segmentation.
By keeping proper financial records, Joyce demonstrated her business’s growth and secured funding from financial institutions. She also gained the confidence to approach agents and position her business as a strong competitor in the tourism industry.
Turning Profits into Progress
Thanks to the training and support from Tokafala, No. 1 Lady Tours and Safaris experienced rapid growth:
- Her revenue skyrocketed with a revenue increase of over 900% between 2022 and 2024.
- In 2024, Joyce re-invested her income to purchase two safari vehicles, a boat for river safaris, and multiple mini buses for group transfers.
- She expanded her services to include multi-day tours, game drives, and boat safaris along the Chobe River, attracting tourists from across Asia, the United States, and South Africa.
- She now directly employs multiple staff members and collaborates with local guides to provide an authentic, high-quality safari experience.
Future Growth: Expanding Women’s Role in Business
Joyce’s success is not just her own—she is using her business to uplift others. Recognizing the barriers young entrepreneurs face, she mentors and subcontracts young people who are starting their own tourism businesses, helping them build experience and credibility in the industry.
She also personally sponsors a young man studying culinary arts, ensuring he has the resources to pursue his dreams. Additionally, she supports her grandchildren’s education, sending them to university in Zambia.
Why Empowering Women Entrepreneurs in Botswana Matters
Joyce has faced skepticism and bias as a woman in the tourism industry. “We grew up believing that men are the leaders,” she explained. “But I knew that I had to take my business seriously, and over time, people started respecting my work.” Today, she is proud that many travel agents and tour operators prefer to work with her company over others.
Joyce is not stopping here—she has big plans for the future. She dreams of expanding into the hospitality industry, creating a full-service experience that includes accommodation, dining, and curated tour packages. She also hopes to train and employ more young people, ensuring that tourism in Botswana continues to grow with strong local leadership.
Her journey with Tokafala is a powerful example of what can happen when entrepreneurs are given the right tools and support to succeed. From an informal, commission-based business to a leading safari tour company, Joyce has not only transformed her own life but is also creating opportunities for others.
